Fake Brand Collaborations on Social Media: Their Impact on Consumer Buying Behaviour

Author(s)	T. Divya, Dr. N. Santhanavadivu, Dr. B. Jagadeeswaran, Dr. R. Bhuvaneswaran
Country	India
Abstract	Social media has expanded the use of influencer and brand collaborations as a promotional mechanism, while also creating opportunities for deceptive actors to imitate legitimate partnerships. This study examines the relationship between fake brand collaboration exposure, deceptive collaboration practices, disclosure awareness, consumer trust and buying behaviour. A structured questionnaire using a five-point Likert scale is proposed for social media users. For demonstration of the analytical procedure, a simulated dataset of 300 respondents was generated and analyzed using descriptive statistics, Cronbach's alpha, Pearson correlation, multiple regression and one-way ANOVA. The simulated results illustrate how the proposed variables can be analyzed in SPSS. The findings in this version are methodological examples and must not be reported as actual field evidence until replaced with genuine respondent data.
Published In	Volume 7, Issue 5, September-October 2026
Published On	2026-09-28

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Advanced International Journal for Research